Communicating a Breakthrough in Sustainable Aquaculture

Verlasso, a brand of farmed salmon raised in harmony with nature and with sustainable farming practices, needed to overcome the farmed salmon industry’s historic issues and negative sentiment related to overcrowded pens, overuse of antibiotics, and depletion of feeder fish that are essential to the ocean’s natural food chain.

Client
Services
Crisis & Reputation Management
Communications Strategy & Planning
Stakeholder Engagement & Advocacy Communications
Industry
Premium Food & Beverage
Awards
PRSA Silver Anvil; PRSA/Colorado Silver Pick
Verlasso Fishing

CHallenge

Verlasso, which cares for fish health and the surrounding ecosystem, needed to convince seafood buyers that its farmed salmon is a healthy, sustainable and great-tasting choice.

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Solution

Linhart PR helped Verlasso tell its holistic sustainability story consistently through earned and owned media, while engaging influencers and defending the brand against attacks by:

  • Using owned (blog, e-newsletter and website) and social channels (Facebook, Twitter) to share the sustainability story and integrate other topics like reduced feeder fish dependency, low pen density and salmon health
  • Leveraging the unprecedented announcement of Verlasso earning a “Good Alternative” buy ranking from the respected Monterey Bay Aquarium® Seafood Watch® program, the first and only farmed Atlantic salmon to be so recognized
  • Positioning Verlasso’s Scott Nichols as a sustainable farmed salmon thought leader
  • Creating response plans and messages for attacks on the brand and its practices
Verlasso Salmon
25+ Million

Consumers and Influencers Reached

Results

  • Established relationships with influential journalists/bloggers, including Marc Gunther (GreenBiz, Guardian); Elizabeth Weise (USA Today); multiple food writers at the Washington Post; and more
  • Secured national and regional media coverage reaching 25 million+ consumers, influencers, chefs and seafood buyers with a breakthrough sustainability story
  • Grew website traffic, e-newsletter subscribers and open rates, and social followings and engagement
  • Converted attacks by critics and competitors into engagement opportunities
  • Overall, our campaign earned a national PRSA Silver Anvil award


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